Brand Positioning

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BRAND POSITIONING

Guess what brand owns


the tagline or slogan.

In the Service of the Filipino.


Guess what brand owns
the tagline or slogan.

We find ways.
Guess what brand owns
the tagline or slogan.

Abot mo ang mundo.


Guess what brand owns
the tagline or slogan.

Sarap to the bones!


Guess what brand owns
the tagline or slogan.

Tatak barko. Tatak sariwa!


Guess what brand owns
the tagline or slogan.

You’re in good hands.


Guess what brand owns
the tagline or slogan.

May liwanag and buhay.


Guess what brand owns
the tagline or slogan.

Never had it this good!


Guess what brand owns
the tagline or slogan.

Sarap ng filling mo.


Guess what brand owns
the tagline or slogan.

Hindi umaatras and may tunay na


lakas.
Fast Talk Direction: Read the question and
answer whatever brand that comes first in
your mind.
1. Best dishwashing liquid
2. 100% Anti-dandruff shampoo
3. Luxury Bag
4. Best mall in the Philippines
5. Best smartphone
7. Strong teeth toothpaste
8. Gaming Laptop
9. Soft drinks
10.Tastiest Fried Chicken
Brand Positioning

 Brand Positioning is creating something


distinctive impression in the minds of the
customers. If the company’s brand has an
effective brand positioning, it will be easily
distinguished from its competing brands.
 Why should a brand have an image or brand or a
brand position? The first reason is to recall.
Customers have difficulty remembering brands
that have no distinct image.
Brand Positioning

Anlene Gold is positioned as high in calcium


milk for elderly
 Gatorade as a sports drink
 Promil is for a gifted child
 Gardenia’s high fiber wheat bread as the
“healthy bread”.
Brand Positioning
 Tohave a successful brand positioning, you
have to analyze the following questions:
 Target Market
 Understand what your consumers want
 Understand what your company’s and brand
capabilities are
 Understand how each competitor is
positioning their brand
Brand Positioning

 Positioning Statement
 Is my positioning statement can be a big hit
for my consumers?
 Is my company having the capability to
offer this in the market?
 Is my positioning unique and can be
identified easily the difference from the other
competitors?
Steps on How to Create Brand
Positioning
 Step 1: Identify Competitors in the Market
 Step 2: Know where they are positioned.
 Step 3: Decide on the positioning of your product.
 Step 4: Look for Market Gaps. Use Product
Differentiation. (Horizontal, Vertical, or Mixed
Differentiation)
 Step 5: Develop a unique selling proposition.
 Step 6: Communicate.
MARIANG MAGANDA AND HER VIGGIER
BURGER
Step 1: Identify Competitors in the
Market

 Example: Angel’s Burger, Burger King, Zark’s


Burger
Step 2: Know where they are positioned.
You can use the elements such as price (low
price, freebies, payment plans, discounts),
product attribute (quality, specs, features,
taste, nutritious), product category (Is it organic
or processed?) product source (where the
product is made), user segment (based on
customer’s perception regardless of the other
factors given), experience/feeling (depends on
the target market’s preferences), and against
competition (No. 1, No. 2 Mo. 3 etc.,) or
combinations of them.
Step 2: Know where they are positioned.
Step 3: Decide on the positioning of your
product.
Step 4: Look for Market Gaps. Use Product
Differentiation. (Horizontal, Vertical, or Mixed
Differentiation)
Step 5: Develop a unique selling proposition.
You can focus on the following factors below
 Price – Unique Toothpaste: Maximum fluoride at your price
 Product Attribute – Safeguard: 24 Hour Germ Protection
 Product Category – Family Rubbing Alcohol: Hindi lang pang
pamilya, pangsports pa
 Product Source – YKK: World Class Zipper, Gawang Pinoy
 User Segment – Dunkin Donuts: Pasalubong ng Bayan
 Usage Behavior – Royal: Ilabas ang kulit
 Experience/Feeling- Chooks-to-go – Masarap kahit walang sauce!
 Against Competition – Head and Shoulder: World’s no.1 anti-
dandruff shampoo
Step 5: Develop a unique selling proposition.
You can focus on the following factors below

 Viggier Burger
“Satisfying your craving while on a diet”
Step 6: Communicate.
 Choose your message channel or your
promotional mix to inform your market. You
can use advertising, personal selling, public
relation, or sales promotion.

Maria Maganda used Advertising specifically


the social media because she believes that it
will greatly influence the potential
customer’s perception especially nowadays.
She can also save promotional cost for it.
Can we reposition the brand?
 Theanswer is yes. We do repositioning if we
want to change the past perceptions of the
target consumer about our product.
Repositioning has two concepts:
1. Changing an old brand positioning to a new
brand positioning.
2. Changing consumer perception of
competitors.
 Example 1: Anlene shifts positioning from Anlene
BoneMax that focuses on first having a strong
bone before you can have the freedom to move
with Anlene MoveMax “Move as Young as You
Feel Inside” positioning wherein most customers
would want to achieve. They use commercial as
their advertising mix that shows a middle-aged
woman dancing in an arcade.
 AnotherExample: LBC reposition their brand by
making it sound globally competitive. So they
changed “Hari ng Padala” to “We like to move
it”.
 Example 2: In 1998, Tide released a
commercial on their Double Action Tide white
bar comparing it to a cheap detergent bar.

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